When we review each end-of-year cycle, we see a clear pattern: brands that apply strategies to gain coverage during the holiday season early, and based on real performance data, achieve significantly greater visibility. At Growwer, we observe this campaign after campaign. Black Friday acts as an accelerated testing ground where we analyze which products have the most potential, how different article formats perform, and which editorial approaches generate the best results. What works there often multiplies in December.
That is why in this article we are sharing not only tactics but also our perspective on why these actions have an impact, how we apply them at Growwer, and what we have learned from working with brands across different sectors.
How to leverage Black Friday insights for holiday campaigns
Every November, we manage dozens of campaigns focused on editorial visibility. The trend is consistent. Black Friday helps us identify concrete opportunities that we can use to reinforce strategies to gain coverage during the holiday season. It is not about repeating tactics blindly. It is about translating what we learned into a more precise editorial approach.
During Black Friday, we analyze three elements that directly influence the performance of December campaigns.
Content patterns that perform best
In November, we identify which topics and article structures generate the strongest visibility and click through results: useful gadgets, trending toys, viral products, unique experiences, or fashion with accessible pricing.
When a product fits naturally into these formats, we can anticipate how to integrate it into holiday gift guides with an optimized approach.
More effective editorial positioning
Buying guides work best when they emphasize utility, differentiation, and clarity. This is why we study which messages generate the most traction in November and later adapt them to a holiday focused narrative with a gifting angle.
Volume and update frequency
Black Friday shows us how recommendation articles behave when they are updated frequently. That rhythm helps us prepare for December, where we work with similar content but with the advantage of knowing what performed well, where it performed well, and why.
From our experience, this bridge between November and December is one of the strongest accelerators of visibility throughout the year. This is precisely where differences in results become clear.
Coverage in gift guide articles: the most competitive space
Most strategies to gain coverage during the holiday season focus on appearing in articles like gift ideas, gifts under a certain budget, gifts for him, original gifts, tech gifts, and more. These guides behave in very specific ways.
- They are updated frequently and require well structured proposals.
- They attract users with a high purchase intent.
- They carry significant SEO weight, especially in general and vertical media.
- They tend to rank for high value transactional searches.
- They can be established seasonally in different years.
When we collaborate with a brand at this stage, we focus on defining the exact type of guide in which its offering fits most naturally. We look for coherence, click potential, and conversion probability.
For example:
- Toys perform best in articles segmented by age or by the skills they promote.
- Technology fits into guides that emphasize utility, efficiency, or value for money.
- Fashion needs an angle where aesthetics make sense within a gifting context.
- Experiences require an emotional and differentiated storytelling approach.
The more specific and strategically defined the editorial positioning, the stronger the coverage we are able to achieve.
Sector specific strategies to maximize holiday visibility
Below are the tactics that have delivered the best results over the years. All of them form part of our strategies to gain coverage during the holiday season, but each sector requires a different editorial approach.
Technology: the most competitive category
In technology, we emphasize clarity and differentiation. To integrate products into holiday articles, we define concrete arguments about utility, key features, and added value. We also prepare internal comparisons within the catalog to support purchase decisions and offer helpful context for readers.
Toys: the most emotional category
When a toy has performed well during Black Friday, we leverage that momentum for December by reinforcing messages related to creativity, free play, or educational development. This category also allows for highly visual editorial proposals, which helps improve click performance.
Fashion: balancing aesthetics and price
In fashion, we prioritize context and versatility. We define proposals tailored to different audiences and price ranges, which makes integration into segmented gift guides more natural. We work on editorial angles such as “reliable gifts when you do not know the person well” or “timeless basics that always work.”
Experiences: the gift that stands out on its own
People who gift experiences are looking for emotional impact. This is why we craft narratives focused on sensations rather than features. This approach works especially well in guides for memorable gifts, original ideas, or presents for people who already have everything.
Real example: coverage achieved during Black Friday
This example is relevant because it shows why coverage achieved in November can be scaled into December. When an editorial approach performs well during Black Friday, we can adapt it to holiday themed content while maintaining the strategic positioning of the product or service.
Frequently asked questions about these strategies
Do we need new campaigns for Christmas if we already worked on Black Friday?
It is usually recommended. December requires refreshed messaging, updated angles, and prioritization of specific content formats. The editorial dynamic of the month is different and demands pieces optimized for gift focused themes.
Which products are most likely to appear in gift guides?
Those that fit into highly searched categories: useful tech, top selling toys, accessible fashion, and unique experiences. Items with a clear differentiating element also tend to perform well.
Does price range matter?
Very much. Holiday gift guides are often organized by budget. When a product fits neatly into a key price range, its chances of inclusion increase.
What factors influence content performance the most?
In our experience: clarity of positioning, real usefulness of the product, and ease of integration within the article. The more coherent and straightforward the editorial approach, the better the results.
Managed Service from Growwer
If you don’t have time to search for the best media outlets and manage the publication of your content, we make it easy for you with our managed service. Our team takes care of the entire process: from selecting the most relevant media in Google News and with the highest visibility in your sector, to negotiation, writing, and publishing the content.
This way, you can ensure that your brand appears in the most strategic spaces without investing your time in management tasks.
Advantages of the Managed Service
🔹 Dedicated Manager
Your campaign is our priority. We design personalized strategies to maximize your results.
🔹 Total Transparency
Review every media outlet and content proposal before publishing. You can request changes until you’re 100% satisfied.
🔹 No Commitment. No Hidden Fees
We manage campaigns starting at €500, with no commissions or additional charges. Stay only if we deliver results.
🔹 Access to Premium Services
🔹 Aligned with Your Timeline
Sign up for our managed service and start building links strategically. Let us handle the process while you focus on growing your business!
Every year, we see that strategies to gain coverage during the holiday season perform best when they are built on real data and previous learning. For us, Black Friday is not an isolated event. It is a starting point that allows us to build smarter and more refined campaigns for December. We analyze which approaches performed best, which formats generated higher interaction, and which proposals integrated most naturally into the most consulted content.
The key lies in combining a clear analysis of what worked in November, a well structured holiday editorial approach, a precise selection of themes and formats, and a narrative adapted to each category and product type.
At Growwer, we manage these campaigns with a practical and results oriented mindset, defining how each piece should be built so that it fits user search behavior and seasonal interests. We know that editorial visibility is a strategic asset, and when it is done well, it can make a significant difference in a brand’s performance during December.
By refining the message, prioritizing the right gift guides, and leveraging momentum from Black Friday, holiday campaigns consistently become one of the most powerful moments of the year for achieving strong coverage.
